LifeLock, an identity theft protection company, has come up with a really cool ad campaign. Basically the CEO of the company is showing the entire world his social security number -- ads in the WSJ, on their website, etc. The idea is that he's so sure that his product works that he's not afraid to show everyone his social security number. Check out one of their ads here.
Seth Godin likes to say that to succeed you must make a product or service that is remarkable (worth making a remark about).

LifeLock's product isn't all that remarkable. But this ad campaign is.